It isn\u2019t all too often that we see an entirely new category of online services emerge in the United States. There is a chance, however, that the coronavirus pandemic will yield some exceptions.
One noteworthy possibility is a significant expansion in online casino gaming regulation and exposure in the aftermath of the pandemic. Overall, casinos were among the many businesses that were hit extremely hard by COVID lockdowns and restrictions. A\u00a0Forbes piece on casino losses\u00a0claims that total revenue was down 31.3% in 2020 \u2014 a devastating number representing tens of billions of dollars in losses. The same piece, however, noted that\u00a0online\u00a0casino gaming was a bright spot. Across four states that allowed this kind of activity in 2020, $1.6 billion in total revenue represented a 200% increase.
Naturally, some of these trends may revert to normal once the world does the same. But 2020 will stand as an example of how much money online casino activity can bring in for states. It is extremely probable that this will lead to further consideration of legalization and regulation in additional states. That will take time, but it could well lead to an entire category of online casino sites that will be wholly new to a vast majority of Americans. As stated, we don\u2019t see new categories emerging online very often, and so this possibility introduces a fascinating question: How would online gaming sites build trust with U.S. users?
A few ideas come to mind.<\/p>\n\n\n\n
In 2020,\u00a0a post here on \u2018How to Build Trust in Your Brand\u2019<\/a>\u00a0began with the idea of writing a blog. As that post stated, establishing a blog shows your visitors you know what you\u2019re talking about, and can thus be the first step toward generating trust. It doesn\u2019t have to be particularly busy, nor do individual blog posts have to be long or complex. In many cases, in fact, shorter posts get the job done most effectively. But maintaining a blog covering relevant topics (in this case different games, promotions, tips for new players, general casino news, etc.) turns a business into a resource. It stops visitors from focusing on what a website wants from them and instead invites them to get something\u00a0from\u00a0the website. This kind of feature on a casino site will be invaluable in attracting and satisfying new players.<\/p>\n\n\n\n Online businesses and websites dealing with new concepts or products do well when they provide explanations and resources. For instance, a brand new investment platform might maintain a mock trading tool; a bitcoin wallet platform will provide extensive FAQs on cryptocurrency. This is actually an area, though, in which some existing casino sites struggle. If and when they spread across the U.S., they\u2019d do well to showcase more support and assistance for beginners. This doesn\u2019t have to be particularly difficult or involved, either. Tutorials to most online casino games can already be found on YouTube. A\u00a0hand-ranking \u201ccheat sheet\u201d on Poker.org<\/a>\u00a0can already be downloaded regardless of what platform a person is playing on. Even linking to these existing resources would help a new gaming site to establish a welcoming environment to tens of thousands of U.S. users who are at least relatively new to casinos.<\/p>\n\n\n\n One relatively new trend in retail customer relations online is for sites to effectively celebrate purchases. You might be browsing a trendy, social-forward sunglasses shop online, for instance, and see occasional updates about other customers buying specific items:\u00a0Joe P. from Colorado just got some new black aviators!<\/em>\u00a0This sort of thing shouldn\u2019t be overdone, but an acknowledgment of some customers\u2019 success or approval can certainly way other customers to be more trusting. New casino platforms could easily imitate this practice by highlighting players\u2019 wins in different games \u2014 the message being crystal-clear\u00a0you too can win here<\/em>.<\/p>\n\n\n\n This is a very brief and simple point, and it\u2019s more specific to casino gaming sites. But it will be essential for these platforms to offer free games in addition to the ones that can be played for real money. Countless would-be American customers will be driven away if their only option is to play with real money before they feel ready to do so. On the contrary, free gaming will provide users with a way to get familiar with both specific games and individual platforms.<\/p>\n\n\n\nProvide Resources for Beginners<\/strong><\/h2>\n\n\n\n
Celebrate Winners<\/strong><\/h2>\n\n\n\n
Provide Free Games<\/h2>\n\n\n\n
Stay active on social media<\/h2>\n\n\n\n